In a perfect world, when a user visits a BMJ website the information they’re seeking is front and centre. It’s right there, visible and obvious. This is the zenith of usability, when zero interaction cost is levied on the user.
In common with many organisations BMJ is keen to test new concepts, but when it comes down delivering the goods we have very little capacity available as we cannot justify using a whole sprint team when there is always masses of revenue generating work to deliver. Additionally prototyping is viewed by some as a large investment for low returns. Continue reading Guerrilla Prototyping
